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S wallace-pub con-austin-2018

  1. 1. @SWallaceSEO | #pubcon Back to Our Roots With Technical SEO STEPH A N IE WA LLA C E Senior Director, SEO Nebo
  2. 2. @SWallaceSEO | #pubcon The Virtuous Cycle of SEO
  3. 3. @SWallaceSEO | #pubcon SEOs started as “Webmasters”.
  4. 4. @SWallaceSEO | #pubcon But, there were problems…
  5. 5. @SWallaceSEO | #pubcon And frustrated users.
  6. 6. @SWallaceSEO | #pubcon Google had to evolve.
  7. 7. @SWallaceSEO | #pubcon The role of an SEO changed.
  8. 8. @SWallaceSEO | #pubcon “SEO is Dead!”
  9. 9. @SWallaceSEO | #pubcon Enough said.
  10. 10. @SWallaceSEO | #pubcon Content is king!
  11. 11. @SWallaceSEO | #pubcon They are wrong.
  12. 12. @SWallaceSEO | #pubcon Technical SEO is paramount.
  13. 13. @SWallaceSEO | #pubcon Establish a Baseline of Technical Skills
  14. 14. @SWallaceSEO | #pubcon Programming… Is not the only way to be technical.
  15. 15. @SWallaceSEO | #pubcon You need to know how things work
  16. 16. @SWallaceSEO | #pubcon Don’t be this guy You need to know how things work
  17. 17. @SWallaceSEO | #pubcon Do You Know How To: ü Read HTML & Understand the Basics ü Pull Data via APIs into Excel ü Use Google Tag Manager ü Effectively Use Crawl Tools ü Evaluate Indexation
  18. 18. @SWallaceSEO | #pubcon Do You Know How To: ü Read HTML & Understand the Basics ü Pull Data via APIs into Excel ü Use Google Tag Manager ü Effectively Use Crawl Tools ü Evaluate Indexation
  19. 19. @SWallaceSEO | #pubcon Do You Know How To: ü Read HTML & Understand the Basics ü Pull Data via APIs into Excel ü Use Google Tag Manager ü Effectively Use Crawl Tools ü Evaluate Indexation
  20. 20. @SWallaceSEO | #pubcon Do You Know How To: ü Read HTML & Understand the Basics ü Pull Data via APIs into Excel ü Use Google Tag Manager ü Effectively Use Crawl Tools ü Evaluate Indexation
  21. 21. @SWallaceSEO | #pubcon Do You Know How To: ü Read HTML & Understand the Basics ü Pull Data via APIs into Excel ü Use Google Tag Manager ü Effectively Use Crawl Tools ü Evaluate Indexation
  22. 22. @SWallaceSEO | #pubcon Think: What would Google do?
  23. 23. @SWallaceSEO | #pubcon Provide a better user experience. Google wants to…
  24. 24. @SWallaceSEO | #pubcon “Organize the world’s information and make it universally accessible and useful.” Google’s Mission
  25. 25. @SWallaceSEO | #pubcon Consider SERP features. So marketers need to…
  26. 26. Schema
  27. 27. @SWallaceSEO | #pubcon Schema annotates elements on a page making them easier for search engines to understand. Schema
  28. 28. @SWallaceSEO | #pubcon Schema improves the way your pages are displayed in search results with rich snippets. Schema
  29. 29. @SWallaceSEO | #pubcon Use Google’s Structured Data Markup Helper to generate code. Schema
  30. 30. Content Structure
  31. 31. @SWallaceSEO | #pubcon Featured snippets drive more total clicks, increase brand awareness and provide more SERP real estate. Content Structure
  32. 32. @SWallaceSEO | #pubcon Dynamic ‘People Also Ask’ boxes are related to featured snippets and can be used to identify additional Direct Answer opportunities. Content Structure
  33. 33. @SWallaceSEO | #pubcon Ensure your content not only provides the best answer, but also matches the format of the existing snippet for the target query. Content Structure
  34. 34. Voice Search
  35. 35. @SWallaceSEO | #pubcon Anticipate direct questions. Virtual Assistants will often cite the source of a direct answer by saying, “According to…”. Voice Search
  36. 36. @SWallaceSEO | #pubcon Virtual Assistants respond to user needs, not user searches. Leverage FAQ pages to address natural, long-tail queries. Voice Search
  37. 37. @SWallaceSEO | #pubcon Think mobile first. So marketers need to…
  38. 38. Responsive Design
  39. 39. @SWallaceSEO | #pubcon Google recommends responsive design where content and markup is equivalent across mobile and desktop. Responsive Design
  40. 40. Accelerated Mobile Pages AMP
  41. 41. @SWallaceSEO | #pubcon Regular Page www Pubcon.com Hosted AMP Pubcon.com AMP Cached AMP Pubcon.com gstatic How Accelerated Mobile Pages work. AMP
  42. 42. @SWallaceSEO | #pubcon Pros: • Increased traffic through higher visibility • Improved UX • Higher CTR & engagement metrics • Up to 80% higher ad visibility rates AMP
  43. 43. @SWallaceSEO | #pubcon Cons: • Can be very difficult to implement • Offers limited functionality compared to the main site AMP
  44. 44. Progressive Web Apps PWAs
  45. 45. @SWallaceSEO | #pubcon 1 3 2
  46. 46. @SWallaceSEO | #pubcon Progressive Web Apps are user experiences that have the reach of the web. They are reliable, fast, & engaging. Connectivity independent to ensure PWAs work with low quality or no connection. PWAs
  47. 47. @SWallaceSEO | #pubcon Prioritize site speed. So marketers need to…
  48. 48. PageSpeed Insights
  49. 49. @SWallaceSEO | #pubcon Get actionable, detailed information on what’s slowing your site down & how to improve it. PageSpeed Insights
  50. 50. @SWallaceSEO | #pubcon Using all of the data available, prioritize implementation based on overall impact. PageSpeed Insights
  51. 51. Log File Analyzer
  52. 52. @SWallaceSEO | #pubcon Your log files contain the only data that is 100% accurate in terms of how search engines are crawling your site. Log File Analyzer
  53. 53. @SWallaceSEO | #pubcon Upload your log files to uncover how search engines are crawling & parsing your site. Log File Analyzer
  54. 54. @SWallaceSEO | #pubcon Verify search engine bots, identify crawled URLs and analyze bot data & behavior. Log File Analyzer
  55. 55. @SWallaceSEO | #pubcon Always Think: What would Google do?
  56. 56. @SWallaceSEO | #pubcon Don’t be this guy Remember.
  57. 57. @SWallaceSEO | #pubcon Push your tools.
  58. 58. @SWallaceSEO | #pubcon Be prepared to execute it yourself.
  59. 59. @SWallaceSEO | #pubcon Thank You! Stephanie Wallace Senior Director of SEO Nebo @SWallaceSEO | #pubcon

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